Page views don’t enrol students. To truly measure success, schools need to track what really counts.
It’s easy to be impressed by big numbers: page views, clicks, and social media likes. But when it comes to school websites, those “vanity metrics” don’t tell the whole story. The real question is: Is your website helping families take the next step - whether that’s an enquiry, application, or donation?
That’s where meaningful analytics come in.
Why Analytics Matter
Your website is more than a digital brochure - it’s a working tool for admissions, alumni engagement, and community connection. Without tracking performance, you’re flying blind. Analytics help you see:
How families are finding your site.
What pages they spend time on.
Where they drop off before making an enquiry or application.
With the right insights, you can refine content and structure to better serve your audience.
Moving Beyond Vanity Metrics
Yes, page views and traffic sources are useful - but they don’t measure success on their own. What really matters are conversion metrics:
How many families clicked “Book a Tour.”
How many completed an application form.
How many alumni registered for an event.
How many donors completed a gift.
These actions directly reflect whether your website is fulfilling its purpose.
Tools to Track What Counts
You don’t need to be a data scientist to measure success. A few simple tools can give you powerful insights:
Google Analytics: Tracks visitors, behaviour, and conversions.
Google Search Console: Shows what families search to find you.
Heatmaps: Reveal where users click and where they get stuck.
These tools show not only what is happening but also why.
Dashboards for Leadership Teams
School leaders often want a clear snapshot, not raw data. Setting up simple dashboards can show:
Monthly enquiries and applications from the website.
Top-performing content (news, blogs, stories).
Traffic trends across time (desktop vs. mobile).
This makes it easy to demonstrate value to boards, principals, or advancement committees.
Continuous Improvement, Not a One-Off
Analytics aren’t just for annual reports. By regularly reviewing your data, you can make small changes that add up: clearer calls-to-action, faster loading times, or more relevant content.
The goal isn’t just to collect numbers - it’s to use them to create a smoother, more effective experience for families.
Is your school measuring what truly matters - or just watching traffic rise and fall? At Queenbee Studio, we set up websites with the tools and dashboards schools need to track real success. Book a discovery call today - let’s turn your data into meaningful action.
